Demise of Newspapers

With the current demise of our economy a popular topic in the media, we might be forgiven forgetting another popular discourse... the decline of the newspapers. I think there is general consensus that unless they adapt and change with the times, their lives will become much more difficult. A little puzzling then, is the execution of the campaign that has been launched in the States aiming to combat the popular opinion that newspapers are in decline. The website for the campaign shows press ads which are designed to convert an already newspaper reading audience. Perhaps they could have demonstrated their understanding of the ever changing media landscape by targeting the right audience using the right tools.